What is digital strategy? Part eight

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This is the eighth and final chapter of our white paper on digital strategy. Get in touch to find out how to receive the full paper, or click here to see all chapters published so far.

Device strategy and conclusion

Device strategy

The importance of digital strategy has grown because of the increased size and complexity of the digital landscape. This is especially true when it comes to the devices used to access digital services and information.

There has been a large growth in the number of connected device types

Digital devices have proliferated significantly in the last decade and continue to do so. Where the chief distinction in delivering digital services was once between browser versions, it is now between different classes of device.

It can be argued that there are currently five classes of device, as separated by a specific form factor, usage context and design needs. These are conventional PCs, tablet PCs, smartphones, feature phones, and connected televisions. While conventional PCs – desktops and laptops – are relatively mature, with established design standards, other device classes are still emerging, and entirely new device classes will emerge.

The role of device strategy is to make sure organisations are ready to deploy the right services to the right devices at the right time. Depending on the broader strategic positioning of the organisation, this might involve being among the first to market when new devices appear – on the other hand, it could be more in line with the brand’s personality to launch when the platform has matured. Businesses should avoid being reactive in either case, and a well-informed device strategy is essential in ensuring that errors and mis-steps are avoided.


The turbulent nature of the digital landscape means that the components of digital strategy outlined here, and their relative priorities, will continue to change over time. Also, individual organisations will apply their own prioritisation to these components based on their specific needs and objectives.

However, each of these areas has some relevance to any organisation that uses digital tools and technologies to interact either with the outside world or with internal audiences.

A strategic approach to the digital space is now imperative; but the choice of partner in this new landscape is an increasingly difficult challenge. Many are experienced, but few are sufficiently qualified to trust with the long-range health and success of your organisation.

In addition to serving as a useful introduction to digital strategy – what it is, and what it is not – we hope that this document will also help you identify and evaluate the right partner.

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